Discuss the tourism and hospitality industry that Accor occupies and the remarkable disruptions that has occurred over the last two decades.

Provide an overview of Accor's business model of "augmented" hospitality (use the case and the Mergent database link, annual report. Does the vision statement use of "meaningful" hospitality, rather than "excellence" or superior, consistent with the business model?

Who are the disrupters and why should Accor be concerned about their prevalence and might? Are the disrupters similar? How are they different? Assess the likely impact of on Accor's business model?

Reference:

Damnjanovi, V., Lonari, D., & Dlai, J. (2020). TEACHING CASE STUDY: DIGITAL MARKETING STRATEGY OF ACCOR HOTELS: SHAPING THE FUTURE OF HOSPITALITY. Tourism and Hospitality Management, 26(1), 233-244

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